Chapter 15: Analysing qualitative data
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Transcript of Chapter 15: Analysing qualitative data
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Chapter 15:Analysing
qualitative data
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CONTENTS
• Introduction: Data collection, analysis, storage• Case study example• Manual methods• Qualitative analysis using computer software • NVivo
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Qualitative data collection and analysis (Fig. 15.1)
A. START: Explanation/hypotheses/
theory/ research questions
Data collection
B. Observation/ description
C. Analysis
The literature and informal observation
Traditional deductive/ quantitative model
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
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Qualitative data collection/analysis contd
A. START: Explanation/hypotheses/
theory/research questions
On-going Data collection
B. Observation/ description
D. Refinement of hypotheses/
research questions
The literature and informal observation
Inductive/ qualitative model
F. Final analysisC. Analysis
Data collection
E. Continuing observation/ description
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
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Data storage and confidentiality
• As discussed in Ch. 4: Research ethics• Problems when respondents name names
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
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Case study example: CS 15.1
• Activity choice qualitative study: used to illustrate analysis methods
• A conceptual framework diagram: Fig. 15.2• Three interview transcripts: Mark, Donna and Lee –
copies available on-line
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
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Outline conceptual framework (Fig. 15.2): Leisure/sport activity choice affected by a variety of factors
Social
Cultural
Sporting
Main activity type
Level 1 Level 2
Personal factors
Events
Influences
Constraints/ opportunities
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
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Case study transcripts: example (Fig. 15.3)
Mark (Age 22, Male, Student, Income £8K)Q. What would you say is your most time-consuming leisure activity outside of the home at present?Well, I would say it's playing football, at least during the season. While the football's on, because of training twice a week and needing to be fairly serious about keeping fit I don't do much else: I probably only go to a pub once - or at most twice - a week. I don't have the time or the money to do much more.Q. How were you introduced to football?Oh, I've always played ... since I could run around I suppose. My dad says he spotted my talent - so-called - when I was a toddler, but it was one of the teachers at primary school that really encouraged me. He persuaded my mum to take me to a coaching clinic when I was about 8 or 9, then I got into the local under-11s.
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
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CS transcript: example: with manual coding (Fig. 15.3)
Mark (Age 22, Male, Student, Income £8K)
CODING Q. What would you say is your most time-consuming leisure activity outside of the home at present?
Act.: Sport - football Constraint: Commitments, Need to keep fit, Time, Money
Well, I would say it's playing football, at least during the season. While the football's on, because of training twice a week and needing to be fairly serious about keeping fit I don't do much else: I probably only go to a pub once - or at most twice - a week. I don't have the time or the money to do much more.
Q. How were you introduced to football?
Influence: Parent+ Teacher ++
Event: Coaching clinic
Oh, I've always played ... since I could run around I suppose. My dad says he spotted my talent - so-called - when I was a toddler, but it was one of the teachers at primary school that really encouraged me. He persuaded my mum to take me to a coaching clinic when I was about 8 or 9, then I got into the local under-11s.
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
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Manual analysis
• Importance of reading/re-reading transcripts.• Identification of emergent themes (similar to variables in
quantitative research).• Themes may
– arise from conceptual framework/ research questions - therefore searched for deductively, or
– emerge unprompted, inductively. • Themes ‘flagged’ by researcher – as in column 1 of Fig.
15.3• Can result in a more developed conceptual frame-work –
see Fig. 15.4
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
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Developed conceptual framework (Fig. 15.4): Leisure/sport activity choice affected by a variety of factors
Level 3
Social
Cultural
Sporting
Main activity type
Level 1 Level 2
TimeMoneyFitness
Personal factors
Events
ParentsTeachersPeers
Influences
CompetitivenessSociabilityRoutineInstrumentality
Coaching etc.Weight-gainRelationshipsJob/money
Constraints/ opportunities
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
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Manual analysis: mechanics• Flagging of transcripts (as in Fig. 15.3)
– In margins– Use of colour coding– ‘Post-it’ notes– Cards
• Cataloguing, eg.– Constraint - time: Mark: p. 2, para. 3, – Anna: p. 7 para. 4 – Constraint - money: Mark; p. 2, para. 3
• Searching/flagging/cataloguing can be aided using Word-processor ‘search’ facility
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
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Analysis
• Numbers not important• Emphasis on differences rather than similarities • Some analysis parallel to quantitative analysis – eg.
Crosstabulation – see Fig. 15.5
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
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‘Crosstabulation’ of qualitative data (Fig. 15.5)
Little Highlyconstraint constraining
Time as a constraint on activity choice
Level of income
High
Medium
Low
#1
#2#3
#4
#5
#6
#7
#8#9
#10 #11
#12
# Numbers refer to individual interviewees
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
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Qualitative analysis using computer software
• Use of computer-aided qualitative data analysis software (CAQDAS)
• Used here: Nvivo (Version 8)– package from QSR (Qualitative Solutions and
Research Pty Ltd)– includes N6 (updated version of the well-known
NUD*IST),and XSight for market researchers– see www.qsrinternational.com
• Nvivo is used because it is effective and is one of the most well-known packages: use in this book does not imply endorsement of it as the ‘best available’.
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
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Nvivo procedures covered (Fig. 15.6)
Specify attributes
Create project
AnalysisCode documents
Modelling
Cases and attributes
Import documents
Design coding system
Link cases and documents
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
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Nvivo terminology• In the Activity Choice study:• Cases = the three interviewees: Mark, Donna, Lee• Attributes = age, gender, economic status, income• Documents = the interview transcripts• Importing documents • Coding system = specifying of concepts as in a
conceptual framework, as in Fig. 15.4• Project = a named (ActivityChoice) set of interlinked
files, containing details of cases, attributes, coding systems and documents related to a research project
• Modelling = diagrammatic presentation of conceptual framework, as in Fig. 15.4
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
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Note to teachers
• The best approach from here on is to ‘go live’ with NVivo with the example data pre-loaded onto your computer and follow the procedures in the book.
• If this is not possible and you wish to proceed to provide an overview using PowerPoint, the Figures from the book are included in the following slides.
A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
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Screen for Figure 15.7 Create Nvivo project
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Screen for Figure 15.9 Cases and attributes
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Figure 15.10 Importing internal documents
Figure 15.11 Linking documents and cases
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Screen for Figure 15.12 Coding system
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Screen for Figure 15.13 Modelling
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Screen for Figure 15.14 Coding text
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Fig 15.15 Activity Choice project summary
Inteviews: Mark.doc Lee.doc Donna.doc
Attributes: Age Gender Income Empl. status
Cases: Mark Lee Donna
Coding system: Main activity: Activity type Personal Constraints Events Influence
Analysis
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Screen for Figure 15.16 Coding query